1 South Australian Tourism Plan Rodney Harrex Chief Executive, SATC.

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Presentation transcript:

1 South Australian Tourism Plan Rodney Harrex Chief Executive, SATC

2

3 Performance by visitor origin +6.6% +0.0% n/a +13.1% -2.0% Source: Tourism Research Australia, International Visitor Survey / National Visitor Survey, Year to December 2013

4

5 SA Potential = $8b 2020 ‘Hold Share' = $6.7b SA Tourism Expenditure to 2020 potential All origins & purpose ($billions) - 12MMT Derived by BDA from SATCMO Competitive Gap = $1.3b

6 Tourism Expenditure in SA $5.0b (across 18,000 SA businesses) Tourism Expenditure in SA $5.0b (across 18,000 SA businesses) Industry and SATC SATC South Australian Tourism Plan Potential of 10,000 new jobs $6.7–8b

7 South Australian Tourism Plan 2020 Consultation: Almost 300 participants and a further 100 via survey Across Regional South Australia Adelaide forum of 60 8 Industry Associations 10 State and Federal Government Agencies

8 South Australian Tourism Plan 2020 development What you told us: Priority Action Areas: Driving demand Working better together Supporting what we have (infrastructure, operators, events, air access etc. Increasing recognition of the value of tourism to the South Australian economy Using events to drive visitation Supportive Environment Investment in public infrastructure The cost of doing business

9 Current SATC strategic areas of focus Domestic/Intrastate: Use Adelaide as a gateway to our regions Digital content 28 short films, 1.1 million views Continue to build image bank that is current and tells the South Australian story Creative that represents how we are changing as a destination and product offerings southaustralia.com Partnership Leverage cultural and sporting assets

10 Current SATC strategic areas of focus Events/Leisure: Tasting Australia (annual 2016) Santos Tour Down Under Support regional events Target events with broad state opportunity, recent wins Pacific School Games and World Club Crew Championships - Dragon Boating Events/Business: Work with Adelaide Convention Bureau and Adelaide Convention Centre Bid fund to work and target key business events Leverage to get delegates to explore South Australia

11 Current SATC strategic areas of focus International: Maintain international investment Consumer focussed and driven Detail market by market Consumer research undertaken with Tourism Australia Maximise existing airline capacity, partnering with airlines Focussed and targeted Build strengths of traditional markets and be more targeted in Eastern market opportunities South Australian and Adelaide messaging Leverage Tourism Australia/State Tourism Organisation relationships and investment Restaurant Australia

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13 South Australian Tourism Commission Focussed on the consumer and connect with what we have as a destination Focus on the areas that drive business profitability Partnership to drive results and investment We will listen and respond We will work to a plan that is results orientated and accountable

14 Q&A

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